Functional drinks
Functional drinks win on simplicity, visibility, and water-led entry
challenge
The functional and wellness drinks section is growing, but it is confusing for shoppers. Functional water sells well, but people don’t easily move into other functional drinks. Shoppers buy these drinks often, but they don’t stick to one brand. Most choices are based on price, availability, and what is easy to spot in store. Poor shelf organization makes it hard for shoppers to find and try new products.
OUR APPROACH
We ran an online survey with recent buyers and a two-week shopper task where people shared how they shop in real stores and online. This helped us understand both what shoppers say and what they actually do when choosing drinks.
THE INSIGHT
People buy functional drinks mainly to feel refreshed and a bit healthier, not because of specific health ingredients. Functional water works well because it feels familiar and low risk. Shoppers easily switch brands and are very influenced by price and shelf visibility. Health claims are expected, but they only work when the product is easy to find and looks good value.
THE IMPACT
The study showed that simple messaging, good shelf visibility, and clear navigation matter more than complex health claims. It helped brands understand how to use functional water to bring shoppers into the category and improve in-store layouts to encourage trial and growth.
Latest Case Studies
Spice shopping behaviour of South Asian consumers: Purchase funnel & decision-making criteria when buying spices
NewtonX: Collaborated on strategic brand tracking for data protection leader to measure campaign impact and drive insights
